ASSESSING THE EFFECTIVENESS OF MPP AND TEA ADVERTISING AND PROMOTION EFFORTS IN THE JAPANESE MARKET FOR MEATS

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Comeau, Allison; Mittelhammer, Ronald C.; Wahl, Thomas I.;
(1997)
  • Subject: Marketing,
    mesheuropmc: food and beverages

An Inverse Almost Ideal Demand System is utilized to determine the effectiveness of Market Promotion Program (MPP) and Target Export Assistance (TEA) advertising and promotion expenditures in the Japanese market for meat. Using annual data, it is found that beef adverti... View more
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